Business, international

FRANCE: THE ORAL HYGIENE MARKET

Article Abstract:

Toothbrush and toothpaste manufacturers in France focus on 'education' in their communication in order to develop the loyalty. Generally speaking, the market is quite active in communication, promotion and innovation, in a market where consumers are increasingly aware of the importance of the oral hygiene issue. The market is also taking advantage of the strong activity in product launchings. Elida-Faberge distributed 500,000 brushing kits (and examined 32,352 teeth) as part of a marketing action in May and June 1999. Elida-Faberte is the leading player in toothbrushes (33.8% of the market by value with its Signal and Sanogyl brand names), and in toothpaste with 33.7% of the market with Sanogyl, Signal and Tres Pres. Colgate-Palmolive follows with 28.4% in toothpaste (Colgate, Tonigencyl brands), while ranking third in toothbrushes with 13.5% by value (Colgate brand) behind SmithKline Beecham's Aquafresh and its 14.6% share).

Oral hygiene products in Spain

Article Abstract:

The Spanish retail market for oral hygiene products, such as mouthwashes, toothbrushes and toothpaste, is worth around 17 billion Pesetas, with toothpaste accounting for nearly 75% of sales. Specialist pharmacies account for around 15% of total sales, druggists around 10% and supermarkets and hypermarkets around 75%. Imports are worth 4 billion Pesetas, while exports are worth around 1 billion Pesetas. Domestic output meets around 75% of toothpaste demand. Multinationals dominate the market. The oral hygiene product market is examined.

Oral hygiene products in Germany

Article Abstract:

Germany spent approximately 280 million German deutschmarks advertising oral hygiene products during 1994. German people are concerned with oral hygiene and dental health although they do not buy many toothbrushes per capita. Over 50% of the oral hygiene products valuing 1.7 billion German deutschmarks is toothpaste. Many new products have been developed to cater for the growing market. Each person purchases 4.5 tubes of toothpaste on average per year.